Targeting is no longer the lever, and that is good news
For years, the platform’s sales argument rested on the precision of its targeting. That time has passed, for two reasons that compound.
The signal has shrunk
The tracking restrictions put in place by operating systems and browsers have taken away part of what the platform observed. Very fine audiences have become less reliable and less populated.
Automatic distribution has improved
At the same time, the system has become better than us at finding the people who react, provided it has material to distribute and correct measurement. Slicing audiences today produces less than producing one more creative.
How a creative is judged
An advertisement that does not work is not a failure, it is information. The problem is never having a bad creative, it is having only one, because then you have nothing to compare.
The first three seconds
If the opening does not stop people, the rest does not exist, however excellent it is.
Anything that looks like an advertisement is ignored
The feed is a place where people look at those close to them. An image obviously produced by an agency announces itself immediately. The formats that work often resemble what surrounds them, which regularly upsets art-direction expectations.
Wear
A good creative does not stay good: as the same people see it again, its return falls. That is not a fault, it is how the channel works, and it imposes a rhythm of replacement.
